Online marketing best practices
Online marketing is a broad topic with several core components. There are a few actions you can take to get the word out about your organization, team and open positions, and expand your reach:
- Start a blog or share some knowledge/findings for free
Louisville’s Office of Performance Management and Innovation Medium page
is a great example
- Set up an editorial calendar to help you keep your content fresh. This will allow outsiders to know you’re still active
- If you come across content that resonates with you, write about it to build relationships by linking to the author’s article or Twitter account
- Share your content on social media following the social media best practices we outlined earlier
Social media marketing:
- Join groups on LinkedIn to expand your network
- Ask questions and answer questions on LinkedIn/Twitter/Facebook to expand your network
- Stay in the conversation
Other online marketing methods include:
- Email marketing
- Lead generation
- Organic search marketing
- Conversion rate optimization
- Paid search marketing
Read more about them in
to online marketing
Improve your job descriptions
Continue improving your job descriptions by including these 5 themes in your postings:
Why is this department sit in the larger context of the city?
What is this position’s salary, location, job title, purpose?
What technical expertise (platforms/infrastructure) is used?
What specifically will this person be doing in their day to day?
Who will this person be working with everyday?
On our job board, we’ve seen a significant increase in engagement for job postings that include one sentence that describes the impact your organization or department has. What would you tell someone to get them excited about the role?
Here are some examples:
- “Tackling the city's systemic challenges with the goal of generating impact to improves the lives of residents” (Baltimore, Mayor’s Office of Innovation)
- “Build tech that has a direct impact on children joining loving families” (Binti)
- “Help us create practical policies, processes, and tools to help cities step into the 21st century” (Metro Ideas Project)
- “Help thousands of low-income families find government and social services to overcome poverty” (One Degree)
Overall areas of confusion in job descriptions include:
- Not finding the right balance between including too much information and not enough information
- Extensive use of acronyms
- Extensive use of internal compliance language